I’ve always been a storyteller. When I was eight, I accompanied my mom, who was a reporter at the time, to all her interviews. I would write out my own questions beforehand and then take live notes on my personal notepad, “helping” her turn them into stories later. I followed my mom’s footsteps, working as a reporter during and after college. I loved the variety – not one piece or interview was ever the same. Each one gave me the opportunity to become a micro expert on something new, which I found incredibly rewarding.
Back then, I didn’t know it, but I was learning the foundation of what makes a powerful PR story: human emotion, relevance, and the right detail.
And for healthcare and tech companies, those ingredients are essential to earn attention in a noisy media landscape.
When I transitioned over to PR, the storytelling didn’t end there. In fact, it became even more powerful, inspirational, and emotional than I could have ever imagined.
I’ve heard firsthand accounts of paralyzed car accident survivors who were relearning to walk when doctors told them they never would, thanks to innovative Bioness technology.
I’ve listened as women told stories of becoming pregnant, against all odds, after years and years of trying, with help from an ovulation monitoring device called OvuSense.
I’ve spoken to parents of premature babies who were diagnosed with hydrocephalus and spent the majority of their childhood in and out of the hospital with an emergency cerebrospinal fluid leak in their brain, who were immensely relieved that an Anuncia implant could reduce the frequency of hospitalizations.
I’ve worked with clinicians advocating for faster, more reliable bedside testing—like Werfen’s GEM Premier 7000—to help diagnose and treat patients sooner, including fragile NICU babies.
With stories like these, I’ve been able to form relationships with reporters from all different verticals. However, a great deal of effort and creativity goes into this, and it starts long before reporter outreach. To help, we’ve compiled some tips for crafting compelling narratives that will be sure to pique reporters’ interest and increase your chances of securing media interest!
Dig Deep: Find the Emotional Core
I often channel my reporter instincts when interviewing patients, customers, and KOLs - looking for the personal detail that brings their story to life.
Take this example: A woman broke her foot and faced surgery. Horrible, but probably not enough to capture the attention of a reporter. But when I dug deeper, I learned that she was a grandmother to 16 grandchildren (and a great-grandmother of five!),a baker who made personalized cakes for every friend and family member’s special occasion. She feared amputation would take away her ability to bake and play with her grandkids.
Those emotional details painted a vivid picture of how deeply her injury impacted her life - and made our client’s technology a powerful solution. That’s what turns a situation into a story!
Think Like a Journalist: Make it Easy to Say Yes
It’s incredibly difficult to pitch a story to a reporter without a source. Why? It creates more work for the reporter. Even if they like the idea, they now have to track someone down.
Whenever possible, pitch a complete package: a compelling angle and a ready-to-go source. Patients are powerful, but subject matter experts are equally valuable. Platforms like Qwoted, HARO, and SOS are full of journalists looking for insights every day.
Make it easy: share your expert’s credentials, speaking topics, and a LinkedIn or website link. Help the reporter visualize different paths that a potential story could take and how an expert adds value. It shows them that you’ve done your homework and are anticipating their needs without them having to ask.
Use Visuals: Let the Story Speak for Itself
A great pitch is one thing. Seeing it come to life? That’s another level.
If you’re pitching the story of a young mom with MS returning to the boxing gym thanks to functional electrical stimulation, don’t skip the gym footage – it’s gold. If you’re pitching a story on conserving blood amid a nationwide shortage, include photos, video, or even prior TV coverage showing the technology in action.
Strong visuals grab attention and help a reporter instantly understand the story’s potential. Use them to your advantage.
The art of storytelling in PR takes practice, but it’s also a fun opportunity to dig deep and get creative. Hopefully, after reading this blog, you’re armed with some new takeaways and feeling inspired to share your clients’ unique stories. I know I’m inspired just writing this.
